SEO Strategy: 2023 Guide


It’s common for marketers to believe that SEO is a technical process that involves updating meta tags, improving site speed, and building links. The reality is that effective SEO is significantly more psychological in nature, demanding a true understanding of searcher intent and the ability to craft a fulfilling answer to the user’s express and implied questions. Bringing together the technical with the human-centered aspects of SEO is the real challenge marketers must overcome.

In this guide, we explain the 5 elements of successful SEO strategy:

  1. Developing Customer Personas for SEO
  2. Understanding Search Intent and Transactionality
  3. Applying the Hub & Spoke Model
  4. Assigning appropriate Page Types to SEO Keywords
  5. Creating the Best SEO Content

These elements are interdependent, and executing a successful campaign requires that your team have a clear understanding of each.

Developing Customer Personas for SEO

Successful SEO strategy depends on selecting the right audience, and the best way to do so is by creating customer personas. Personas are detailed summaries of your target audience, their goals, pain points, and other characteristics that push them towards an eventual conversion. Building detailed customer personas helps writers understand what points to emphasize and minimize in their content. A B2B customer persona includes job titles, responsibilities, superiors, and performance metrics. A B2C customer persona includes shopping histories, pain points, and relevant demographic information. 

As an example, consider the two personas below:

B2B B2C
Kevin is a mid-level software engineer at an Enterprise-level firm. He is evaluated based on the quality of his programs and how well they are tailored to their client’s needs. Kevin has too much to do and not enough time to do it. He is looking for solutions to make his day run more smoothly. Kevin would greatly benefit from a project management software to ensure that all his daily responsibilities are being met. Emily sees herself as a responsible consumer. When she is unfamiliar with a topic or product, she does her best to research it before making a final purchase. She responds positively when she believes that a product or service is specially tailored to her preferences. 

The more detail included in a customer persona, the easier it will be to tailor your SEO strategy. A precise character profile provides content strategists with insights into the type of keywords the customer may be searching for, leading into our next topic of discussion; search intent. 

Understanding Search Intent and Transactionality

Search intent refers to the reason a user searches a keyword, both express and implied. Search intent exists as a spectrum (depicted in the image below) of purposes, ranging from research-oriented keywords focused on developing a reader’s understanding of a particular topic to transaction-oriented keywords which reflect a desire to buy or purchase a product. 

From an SEO standpoint, your personas are particularly important, as the keywords you target will be influenced by them. For example, Kevin from the B2B example is quite busy and therefore likely to want to quickly evaluate project management software, placing him further on the transactional end of the spectrum and more responsive to keywords such as:

  • “best project management software”
  • “[insert product name] review”
  • “project management software ranked”

By contrast, the B2C example with Emily notes that she’s much more interested than Kevin in doing preliminary research on a product to verify that it’s up to her standards before committing. This type of customer would respond to more research oriented keywords such as:

  • “what does an air purifier do?”
  • “do i need an air purifier?”
  • “air purifier vs humidifier” 

Targeting keywords that align with your searcher’s needs ensures they are satisfied with their search results, presenting more opportunities for conversions. 

Applying the Hub & Spoke Model

The Hub & Spoke model of SEO is an efficient way to organize the keywords used in a campaign for easy linking and to create a direct path down a customer’s conversion funnel. It consists of a single short hub keyword, also known as a container keyword, which expands into long-tail keywords known as spokes. An example of a hub keyword with its spoke keywords is shown below. 

Hub Keyword Spoke Keywords
project management software how does project management software work?
 
offline mode 
 
(Search Intent: Solve)
best budget project management software 
 
(Search Intent: Evaluate)

Hubs serve the purpose of both:

  • Organizing written materials into one central page by which spoke articles are linked 
  • Projecting the course of the campaign, which strategists can lean into or deviate from depending on results

It is important to note when implementing this model in your strategy, spokes must always contain the hub keyword. For example, “‘project management software” is included in all of the spokes shown above. There are 5 rules to follow when selecting spokes:

  1. Each spoke keyword must contain every word in its hub’s keyword phrase
  2. Each spoke keyword must autocomplete within a ten-item dropdown list in the Google search box (or be vetted for high search volume using an SEO tool)
  3. The search intent of each spoke must be transactional
  4. Your site must not already rank for those keywords
  5. Your site must have a realistic chance of ranking for each spoke keyword within 24 months of publishing a page

After selecting spoke keywords following the above rules, the next step of SEO strategy is assigning each keyword and appropriate page type.

Assigning Appropriate Page Types for SEO Keywords

Page type refers to the layout, contents, and structure of a page. Depending on the search intent a page exists for, certain page types may fit your objective better than others (see the table below).

Search Intent Page Type
Buy Landing Page 
Commit Case Study
Evaluate Comparison Blog Article 
Solve Problem & Solution Blog Article
Clarify Blog Article
Explore Hub Page
Learn Most “learn” topics are too far from the point of conversion to justify targeting in an SEO campaign

B2B companies are more likely to use landing pages that fall on the solve to commit region of the spectrum since their audience consists of professionals searching for solutions to niche problems. By contrast, B2C companies will primarily publish a more stratified mix of extremely transactional product pages supported by research-oriented blog articles.

Blog articles are an exception to the spectrum, as they can target nearly every search intent. For example, a blog can contain information that answers the search query while also presenting a call to action. Similarly, B2C customers may find their way toward transactional page types like a product page. 

Creating the Best SEO Content

The best page on the Internet for a given keyword is the one that best fulfills the search intent of the target audience. You fulfill search intent both by choosing the right page to receive the searcher but also by writing in a way that answers both the questions they’ve expressly asked and the ones they didn’t realize they had.

Beyond the creative skill required to execute on the above, here are the 3 core elements of excellent SEO content:

Direct Tone 

Once search intent has been established, articles should focus on immediately providing readers with their desired information. The searcher’s answer should ideally be included in the introduction in a condensed form, allowing the remainder of the piece to flesh the topic out further in the rest of the article. For example: 

A blog article written around the keyword “mid-market enterprise” is established as reflecting the reader’s desire to learn what parameters make a company “mid-market” or “enterprise.”
 
The article may begin with a brief introduction regarding the definition of mid-market and  enterprise companies and a corresponding comparison table presenting both mid-market and enterprise level parameters such as, number of employees, annual revenue, etc). 
 
The introduction concludes by inviting the reader to continue on for an in-depth analysis of those parameters and insights into those industry sizes and sales volume. 

Providing value early on quickly establishes trust with the reader, making them more likely to:

  • Return to the site later
  • Subscribe to the email list
  • Fill out a contact form 
  • Make a purchase

The remainder of the content should present valuable information, avoiding figure-of-speech phrases, anecdotes, or other conversational approaches that detract from quickly getting to the point. The only exception is when a customer persona mandates a conversational tone (a relatively common occurrence in B2C).

Skimmable Elements 

Skimmability refers not only to how easily readers can read the article, but more importantly how quickly they can identify important or relevant information. Writers can improve skimmability through the following techniques:

  • Reduce paragraph length to 4-6 sentences max
  • Separate subject matter with multiple headers to quickly direct the reader’s attention
  • Use bulleted or numbered lists to break up the page where applicable

Many readers are unwilling to read an entire page. As a result, each section of an article should be written to stand alone, giving the reader the answers they need to gain a quick understanding of the content. 

A great way to test the skimmability of a piece is to use the “scroll test.” Start at the top of the page and (without reading anything) slowly but steadily scroll down. Take note of where your eyes are drawn and (more importantly) where they glaze over. Once you’ve identified the latter, start looking at ways to improve that section by breaking up text or introducing lists, tables, or images. 

Visual Aids

Visual elements such as tables, graphs, and images make information more digestible by breaking up long text and helps keep the reader’s eyes moving. Visual elements should be used with an intended purpose explained in the chart below. 

Element Purpose
Table Best used when articles are covering a broad topic that covers many facets of categories (i.e. comparing multiple computer security programs according to price, features, reviews, etc.) 
Graph Ideal for quantitative findings covering one or multiple topics in greater detail (i.e. the performance of a software over time, a comparison of different funds in a particular year, etc) 
Image Visual representations used to illustrate or summarize the key takeaways of surrounding text.

Visual elements should only be included if they provide value for the reader. It might be tempting to include a relevant image next to a header to break up the page, but pictures should serve as a way to illustrate the content further. A stock image used only for its formatting value will signal to the reader that your content offers little value.

Executing Your SEO Strategy

Marrying the human-centric parts of SEO such as search intent with the technical aspects is a difficult task. Marketers must also know how to measure SEO results, tracking KPIs such as SERPs, organic traffic, and conversions to verify if their strategy is successful. Taken together, building an in-house team that is capable of executing on every aspect of SEO is a challenge for many companies.

For that reason, many companies outsource their SEO efforts to an experienced partner. Our full-service SEO agency specializes in creating SEO strategies to target complex B2B markets, and handles every step of the process from keyword selection, to content production, to analytics and reporting. Contact us if you’d like to learn more about our services.

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